Triple Bottom Line Investing: A New Framework for Innovation

I have long awaited the day when business and technology would begin to use principles of sustainability as the foundation for how we create and pay for our products and services. Well, the future has arrived with the concept of “” and socially responsible investing, which holds a whole new framework for innovation to emerge.

If you like to watch your money AND the planet grow green take a look below. Thank you Cliff for all of your years of persevering with GreenMoney Journal. You have helped make a once future idea (green investing) become a growing present day activity.


In GreenMoney Journal’s special 15th Anniversary issue (Summer 2007) they are looking ahead at the next fifteen years through the eyes of several visionary leaders who have shaped today’s green investing and business world.

GreenMoney forecasts offer a greener future, to be sure. Be prepared to see a “green print” for a more sustainable world in which both challenge and opportunity abound. If fact, the next 15 years will be more critical then the last as we shift our attention from global war to global warming.

How will we evolve? Petroleum wars will end as people more fully realize the human and environmental costs associated with the finite commodity. The evolution will continue as the clean green energy revolution builds momentum. Issues of political justices and socio-economic justice will become even more closely tied. Higher environmental standards, clear market incentives and the laws of supply and demand will drive the culture of sustainable innovation.

Patriotism will be demonstrated not by SUV bumper stickers, but by responsible ecological behavior. As New York Times columnist Tom Friedman says, “Green is the new Red, White, and Blue.”

But this rapidly approaching future for our country is also global. Internationally, corporate accountability will include Environmental, Social, and Governance (ESG) factors as corporate management come to the inescapable conclusion that any financial analysis that excludes these factors cannot safely predict a company’s long-term profitability. According to several of our writers, the next 15 years will see the full integration of ESG into financial analysis and corporate decisions to reflect a triple bottom line.

As more individuals understand that their shopping and investing choices have impacts, they will want to make those impacts positive and sustainable. How will that happen? GreenMoney will continue to provide the answers.

In the special Summer issue: Amy Domini of Domini Social Investments shows us how the “culture of capitalism” will be fundamentally transformed; Gary Hirshberg of Stonyfield Farm outlines a dynamic future from food to technology, examining the challenges and opportunities of climate change; our favorite futurist Hazel Henderson spells out future global trends and counter trends; Spencer Beebe of Ecotrust keeps it green with an environmental discussion on advantages of Bioregions; and Joe Keefe of Pax World Funds shows us the road from Socially Responsible Investing to ESG and sustainable investing.

And if you want to get the 32-page print version (with exclusive features like the socially responsible mutual fund performance chart) of the special 15th Anniversary Summer ‘Visionaries’ issue for the Special Anniversary Rate of just $15 ( discounted from $50 ), go to the GreenMoney Journal via our website at- . See details below.

You can also find an extensive set of ‘exclusively online’ articles on our web site by sustainability leaders, including Joan Bavaria of Trillium Asset Mgmt, Barbara Krumsiek of Calvert, Woody Tasch of Investors Circle, Allan Savory of Holistic Mgmt. Intl., Jean Pogge of ShoreBank, author and vegetarian chef Deborah Madison, as well as Tessa Tennant and many others.

Online at-
US – $15 a year, Canada – $20 a year, International – $25 a year
Cliff Feigenbaum, Founder and Managing Editor,
GreenMoney Journal and
Co-author, “Investing with Your Values” with Hal Brill and Jack Brill
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Vic on Sustainable Innovation

I have long awaited the day when business and technology begin to use principles of sustainability as the foundation for creating and using products and services. Well, the future has arrived and I’m all over it.

Under concepts like ‘triple bottom line’ and ‘social responsibility’ the idea of innovation is showing up in new ways. Thus, I will be spending ample time discussing these kinds of concepts and looking at how their use in day-to-day development within your company will dramatically improve not only your production but also your companies attractiveness to potential clients and investors.

All of us carry underlying beliefs that drive the creative process, and today’s view of innovation carries many assumptions. Unfortunately, these assumption lead to dangerous results because the correct “checks and balances” have not been implemented. Because of this, it is now essential that we use a broader perspective when creating and assessing various forms of innovation.

One idea is to blend three different concepts of innovation into one; Social innovation, organizational innovation, and technical innovation. Each of these carry their own individual ability to create cool stuff. Yet, when actively used together during an innovation process as a sort of “3-lens perspective” your outcomes are kept in check and actually pushes you beyond your present level. Furthermore, it will help you to make better decisions for your company and for the planet. Using this 3-lens perspective, you will be able to track and monitor improved efficiency of the solutions or outcome you create.

So stick with me on this one. Let’s dive in with both feet and talk about this thing called ‘sustainable innovation’. I want you to ask questions and address some of your greatest fears, concerns … and, yes, potential opportunities that you think can arise by jumping into this new form of innovative process. Are you in?